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Good Headlines or Sound Marketing Strategy?

A number of articles about how to write effective headlines (and e-mail subject lines) have crossed my desk in the last few months. Writing a headline that captures people's attention, whether it's for an ad or a newsletter article, is a real skill, one I'm constantly trying to improve.

Yet, after having had some down time to reflect on my dealings with businesses in the last few years, I've concluded no headline is going to be effective if it's based on questionable marketing strategy.

What do I mean by this? Say company DotCom Bomb wants to send "e-mail blasts" to its targeted list of prospects. Target audience is CEOs of mid-sized and Fortune 500 companies. The subject of the e-mail is to get these people to sign up for a very expensive service.

My first thought, when the client told me this, was, "Is this really the right way to reach these people?"

(Look at your own e-mail habits. Do you even open e-mail from companies you don't know? This point hit home one day when I watched my client delete her unsolicited e-mail. She laughed and said, "I know I'm deleting legitimate e-mail but I don't have time to read stuff from people I don't know.")

Which is why DotCom Bomb is no longer in business.

Another client called to ask me to write a brochure for her company. They had an exciting product and it was a pleasure to write the copy. I sent it off but didn't hear back from her for a few days. When she finally did call, she was very upset. "I don't want a brochure that sells. That's what our salespeople are supposed to do."

I wasn't sure what to say. How do you write a sales brochure that doesn't sell the product? She finally wrote the brochure herself. It ended up being one long monologue about the founder of the company and why he was so wonderful plus lots of really boring jargon-laded technical information.

(They're no longer in business, too.)

There's the old saying that bad marketing is better than no marketing, which I suppose is true. But just think what you can achieve with good marketing! I have found that companies who pay attention to the following strategies usually end up being quite successful:

1. They really get to know their prospects and customers.

Don't rely on job titles or other scanty "demographic" information. Pick up the phone and talk to people. Better yet, go on some sales calls with your local sales rep. Ask people, what are your pain points? What do you need to do your job better? What problems are you facing? What are the reasons you aren't buying the product? (Ask your sales rep these questions, too. He or she will thank you.)

2. They don't rely on one method of communicating.

We have so many different ways of reaching people now and each method has its advantages and disadvantages. A year ago, e-mail was the "killer app." Now it's a pain in the butt.

3. They ask prospects and customers what information they need to help influence the sale.

I attended a conference last year where the presenter (whose name I have forgotten) showed the results of a survey that stated people in B-to-B companies feel that the majority of marketing collateral doesn't help them determine whether or not they should buy the product.

I found that piece of information fascinating. Just think of all the collateral that is produced each year -- and much of it isn't doing its job!

4. They determine how they will measure the results of all marketing campaigns.

Most people know what results they want -- "More sales!" of course -- but most companies don't know how they will measure the results of their campaigns. And if you don't measure, how do you know if your campaign is working?

5. They test. All the time.

Do you read "Direct" magazine? If you don't, you should because it's an excellent magazine (and it's free, too). One of my favorite columnists is Tom Collins, who does ad makeovers. One thing I've learned from Mr. Collins is not so much how to write effective ad copy (and headlines, too) but the importance of the A/B split test.

Which brings me back to my original point. Effective, well-written headlines are a necessity. There is no arguing that. However, if you have poor marketing strategy, no headline, no matter how well-written, is going to bring the results you want.